Ad-tech firm TripleLift is expanding its programmatic Pause Ad solution to free streamers Plex and Xumo, a move detailed by Advanced Television. The expansion gives advertisers a single doorway to one of the most effective, non-interruptive ad formats in the streaming wars.
Removing the friction: The expansion is designed to attack the format's main pain points for advertisers: cost and complexity. TripleLift is waiving creative fees and promises that brands can get campaigns running in just five days from a single video file, handling the heavy lifting of turning a simple asset into a dynamic ad with QR codes and logos.
The data delivers: The format is working, according to TripleLift's own study. The company claims Pause Ads deliver a 65% interaction rate with dynamic elements, drive a 15 percentage point increase in purchase intent, and show an almost 25% lift in brand recall compared to standard pre-roll video ads.
A rising tide: The move reflects a broader industry push toward making new ad formats easier to buy and sell. As the IAB Tech Lab works to standardize these units, partners like DirecTV Advertising have found the format to be highly performative, especially in sports—a category it calls the "most-paused content type," making it prime ad real estate.
As viewers grow tired of traditional commercial breaks, the battle for attention is shifting toward formats that respect the viewing experience. TripleLift is betting that making these non-interruptive ads easier and cheaper to deploy at scale will be a winning strategy.
TripleLift is heavily promoting its programmatic partnership with DirecTV on social media. Meanwhile, Pause Ads are just one piece of the company's growing portfolio of non-disruptive formats designed for the modern streaming environment.
